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Gen Z Is Influencing Hotels to Rethink Strategies: A Skift Deep Dive

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Too many hoteliers are waiting for Generation Z — the cohort born roughly between 1997 and 2012 — to get more spending power. But they shouldn’t wait. The savviest hotel brands are already preparing for the post-millennial demographic’s rise.

This deep dive will investigate the factors likely to remain part of Gen Z long-term. We expect next-generation travelers to shed some youthful traits as they become parents or otherwise expand their lives. So we’re only interested in their traits that will last over time.

“Everything you think you know about millennials? Concentrate it tenfold, and you get Gen Z,” said Fred Lalonde, co-founder and CEO of Hopper, an online travel agency with an outsized share of Gen Z customers. “Other generations are a continuum, but the millennial-to-Gen-Z span is a cliff. The next generation is completely detached from many old habits.”

The caricatures of Gen Z are well-known — and easily dismissed. So Skift spoke to experts and some Gen Zers themselves to paint a (hopefully) nuanced, sophisticated picture.

Most definitively, Gen Z grew up in an age of always-on broadband internet. That will likely mold their assumptions and expectations for years to come.

Another trait likely to define Gen Zers, even as they age, is a craving for community. Post-millennials are about twice as likely to say they feel lonely as Baby Boomers. That’s remarkable, given that youth is a peak time for socializing. So hoteliers can fill a hospitality gap by embracing these individuals as they are, welcoming them, and creating ways for them to connect.

Another theme: Gen Zers in many countries are likely to have a relatively low rate of independent living compared to earlier generations. The inadequate housing supply in many cities is a problem that won’t be solved overnight. As people in this demographic start families later or buy homes later, they may retain their lifestyle of owning less and experiencing more.

Yet another trait likely to endure is the post-millennial consciousness of the climate emergency. Gen Z is relatively the most exposed of all of us to the forecasted perils of the coming decades. Surveys suggest that this demographic cares more about sustainability than any past generation.

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A climbing wall in a 100,000-square-foot former warehouse space that’s now home to Salt Lake City’s Evo Hotel. Photo by J. Watt. Source:



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The Real Benefits Of A Travel Club Model In An On-Demand World

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In a world where travel has become increasingly immediate and customizable, expectations are at an all-time high. Modern travelers want experiences that are seamless, high-quality, and tailored to their preferences.

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While online booking platforms promise convenience, they often leave too much to chance. This is where the travel club model stands apart. Offering a balance of personalization and predictability, travel clubs provide value that’s hard to match.

Personalized Planning Without The Guesswork

For many travelers, the hardest part of planning a vacation isn’t the destination‒it’s trusting that what they book will deliver. With a travel club, members avoid the trial-and-error of online listings and unvetted properties. Clubs focus on curating consistent experiences, combining destination expertise with member-oriented service.

Legendary Vacation Club is a family-owned business with five decades in international hospitality that has embraced this approach. By operating in high-demand locations like Los Cabos, Riviera Maya, and Punta Cana, LVC provides members with access to trusted properties and on-the-ground support, making personalized vacation planning less stressful and more reliable.

Long-Term Value in a Price-Driven Market

On-demand platforms often compete on price, but the trade-off is inconsistent service and surprise fees. A travel club, on the other hand, is designed around long-term value. Membership gives travelers access to preferred rates, special perks, and priority booking, all without sacrificing quality.

In competitive regions like Cancun and Vallarta, Legendary Vacation Club offers a distinct advantage. Members enjoy access to exclusive properties, including its Hard Rock resorts, all of which have earned the prestigious RCI Gold Crown award. These distinctions reflect not just luxury, but consistent delivery of service, something discount sites rarely guarantee.

Trust Built Through Proven Hospitality Standards

One of the strongest advantages of the travel club model is the trust it builds over time. For repeat travelers, the ability to return to known properties with reliable service is invaluable. Unlike one-off bookings, club memberships foster long-term relationships between travelers and providers, encouraging a higher standard of care.

In an industry where attention to detail defines the guest experience, long-term trust is one of the most valuable assets a club can offer. Legendary Vacation Club exemplifies this through its Riviera Maya location, where the Unico Hotel received the U.S. News & World Report Award in 2021.

Such accolades are more than symbolic. They signal a depth of operational experience that translates directly into member satisfaction.

A Better Way To Travel in a High-Expectation World

The rise of on-demand services has changed how people approach travel, but not always for the better. The travel club model offers something that algorithms and price filters can’t: a structured, member-first experience rooted in consistency, quality, and care.

For travelers looking to escape the uncertainty of one-size-fits-all solutions, a well-established club can provide a far more dependable alternative.

As the hospitality industry continues to evolve, the value of being part of a curated, experience-driven travel model becomes increasingly clear. For many, it’s no longer about just going somewhere. It’s about how well you’re taken care of when you get there.



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Travel Counsellors reveals record £566m half-year revenues

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Tech-enabled travel company Travel Counsellors has reported record £566m H1 revenues.

The Manchester firm saw 10% year-on-year growth in the six months ended 30th April 2025 as sales broke £500m for the first time, with Travel Counsellors citing growing demand for personalised travel advice.

The firm added 149 new travel advisors to its community, taking the business to more than 2,206 at the period end. 

Summer 2025 is also set to be another strong season for the company with bookings across the peak summer season – July and August – 11% ahead of the comparable time last year, it added.

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“We’re seeing increased demand from millennial customers for cruise and adventure travel,” said Steve Byrne, CEO. “This demonstrates this generation’s preferences for premium and differentiated travel experiences. 

“These are consumers who want more than just a holiday – they want peace of mind, personalised experiences, and meaningful, memorable journeys.

“During the first half of the year we’ve continued to experience good growth across the business, which is once again a firm demonstration of the strength of our differentiated strategy and was underpinned by the record number of customers who trusted Travel Counsellors with their leisure and corporate travel needs.”

Travel Counsellors has also maintained its five-star Trustpilot rating, recently reaching 10,000 reviews. 

“This is a strong testament to our customer-first culture that runs through everything we do,” said Byrne.

“It’s for this reason that more than two thirds of our customers come to us through word-of-mouth referrals – which is a strong endorsement of the level of care we provide. 

“We are focused on continuing to disrupt the travel market over the coming years through superb, personalised service and our scalable, relevant, and differentiated business model.”

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What we know about the B200 aircraft crash at Southend Airport – Firstpost

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A small plane crashed at London Southend Airport on Sunday (July 13) shortly after take-off. Visuals showed black smoke billowing from the Beechcraft King Air B200 aircraft after the mishap.

London Southend Airport confirmed a “serious incident” involving a general aviation aircraft. Witnesses have reported seeing a “huge fireball” emerging from the crash site.

Let’s take a closer look.

What happened?

A 12-metre plane with two pilots onboard crashed at London Southend Airport. Emergency services, including the police, fire service and ambulance service, rushed to the site.

Essex Police said they were “alerted” about “reports of a collision” involving the small Beech B200 aircraft at the site in Southend-on-Sea shortly before 8.30 pm IST.

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“We are working with all emergency services at the scene now, and that work will be ongoing for several hours. We would like to ask the public to avoid this area where possible while this work continues,” it said in a statement.

As per the flight-tracking service Flightradar, the aircraft took off from Southend Airport at 8:18 pm IST and was headed to Lelystad, a city in the Netherlands.

Earlier on Sunday, the plane flew from Athens to the Pula airport in Croatia, before making the three-hour flight to London Southend, reported Independent.

After the crash, London Southend Airport closed operations until further notice. It said it will inform the public of any updates and those set to travel on Monday should contact their airline.

As per the airport’s website, five international flights had been cancelled after the accident.

Dutch company Zeusch Aviation confirmed its SUZ1 flight had been “involved in an accident” at London Southend Airport. The company said they were “actively” supporting authorities with the investigation, adding: “Our thoughts are with everyone who has been affected.”

Besides the two pilots, it remains unclear how many people were on the plane. The cause of the crash is also not known yet.

David Burton-Sampson, MP for Southend West & Leigh, wrote on X: “I am aware of an incident at Southend Airport. Please keep away and allow the emergency services to do their work. My thoughts are with everyone involved.”

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United Kingdom Transport Secretary Heidi Alexander said: “I’m aware of the tragic incident at Southend Airport this afternoon. My thoughts are with all those involved.

“The emergency services are on scene and are advising the public to avoid the area where possible. I am monitoring the situation closely and receiving regular updates.”

Witnesses describe London plane crash

Witnesses told British media that the plane crashed “head first into the ground”.

John Johnson, who was watching planes with his wife and children at the airport, told BBC he saw a “huge fireball”.

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“You could see [the pilots] smiling and we all kind of smiled back, the aircraft then turned 180 degrees to face its take off point, powered up its engines and powered past us, carrying on down the runway,” he said.

“It took off in probably three or four seconds. It started to bank heavily to its left. I said to my wife, that’s unusual. We don’t find aircraft normally turning at that stage in their ascent.

“Within a few seconds of that, the aircraft almost inverted and hit the ground. There was a huge fireball.”

According to Johnson, the airport’s fire service responded immediately after the crash, with two fire engines reaching the spot.

They were followed by local police, ambulance and fire services.

Speaking to Metro, a woman said she was watching planes departing with her daughter from a viewing deck at the Holiday Inn on Sunday.

“It was honestly a surreal experience. The plane took off, then around 50 meters it sort of kicked to the left, then around 100 meters it abruptly banked to the left. With that, it basically descended down headfirst and just burst into flames as it hit the ground. We can’t believe what we have seen.

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“It didn’t look like there was time to bail out. Luckily, I think my daughter is too young to know what really happened. I feel for the other kids who were there and witnessed it too. It felt like we were in a bad dream.”

James Philpott, a bartender at the golf club next to the airport, told BBC that he felt “a big heatwave” before looking up to a “massive fireball” in the sky.

“Everyone was just quite shocked… we haven’t seen anything like this. People were sort of running towards it to see if anyone was injured.”

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What we know about the crashed plane

The plane involved in the crash at Southend Airport was reportedly a Beech B200 Super King Air, a US-built aircraft with a jet turbine, according to flight tracking data.

It is a small plane capable of carrying more than 20 people for short-haul charter flights.

The aircraft was a medical transport jet equipped with medical systems for transporting patients, reported The Mirror.

However, as per the Independent report, the ill-fated plane was a luxury private aeroplane with eight seats and a comfortable leather interior.

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According to BBC correspondent Tom Symonds: “This sort of aircraft is a bit like a Land Rover of the skies. It’s a bit like an all-purpose vehicle and we can see that it has been rented out for roles including medical evacuation, moving transplant material, aerial mapping, that sort of thing.”

Zeusch Aviation, which operated the plane, specialises in medical evacuation services and transplant flights as well as private charters.

Meanwhile, Essex Police said it was working with the Air Accident Investigation Branch. Chief Superintendent Morgan Cronin said: “In these very early stages it is vital we gather the information we need, and continue supporting the people of Essex.”

With inputs from agencies





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